By Jennifer Faull

Mondelez was surprised by the strong promotion spending in the UK and US it was forced into to “defend share”, which ultimately failed to deliver any growth for the category. Looking ahead, it has vowed a “more disciplined focus on innovation and brand marketing” among its marketers.

The Oreo-maker saw net revenue fall 8.1% to $6.77bn in the fourth quarter (against an expectation of $6.89bn among analysts) while net revenues decreased 12.5% for the year.

“There’s a lot of trade spending dollars. It didn’t do very much to drive the category and, in fact, all it did was sort of margin down Read full story ›

Source: The Drum